Better by Design
ISSUE:
01 - September 2026 corstorphine-wright.com
Image: The Storehouse, Leeds
Contents
Why a Shared Design Ethos Matters � � � � � � � � � � � � � � � � � � � � � � � � 7
Our Design Principles � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 11 The Principles in Detail � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 12
Our Design Process � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 24 The Three Stages � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 26 Why These Stages Matter � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 29 Applying the Principles & Process Together � � � � � � � � � � � � 30
Embedding Quality � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 34 Right Team, Right Answer First Time � � � � � � � � � � � � � � � � � � � � � � � � 35 Project Team Selection Flow Chart � � � � � � � � � � � � � � � � � � � � � � � � � � � 36 Design Review Process � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 37 The Initial Charrette � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 38 Guiding All Further Reviews � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 40
Guidance & Resources � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 44 How to Use This Document - Checklist � � � � � � � � � � � � � � � � � � � � 45
Better by Design | Issue: 01 September 2026
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Why a Shared Design Ethos Matters
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Image: The Scoop, Southwark, London
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Why a Shared Design Ethos Matters
Great architecture is about more than buildings – it’s about creating places that inspire, endure, and belong. As a national practice working across diverse contexts, sectors, and communities, we need a design approach that is both coherent and creative. One that enables us to act as a single practice, while drawing on the full depth of our collective expertise.
Better by Design is our shared ethos and overarching design process. It’s not about limiting creativity – it’s about building a robust, collaborative foundation that strengthens ideas, ensures consistency, and fosters a culture of “one practice” thinking. Practice initiatives, including our Sustainable Design Ethos (SDE), provide specialist guidance within this shared approach.
At its core are: •
Eight design principles that define the qualities our work must always embody.
•
A three-stage design process that ensures those qualities are delivered consistently.
One without the other is incomplete: •
The principles set our ambition – what we stand for.
•
The process ensures that ambition is realised – how we work.
They provide the structure and values that guide everything we create.
Together, they make us Better by Design.
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Our Design Principles
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Image: Sauchiehall Street, Glasgow
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Our Design Principles
The design principles define the qualities every project must embody. They guide how we think, design, and deliver across all sectors, scales, and studios. They’re not a checklist; they’re a shared mindset - helping us stay aligned while allowing creativity to thrive. Each one plays a specific role in shaping the quality and direction of our work:
1. Make it of the Place Grounds design in context, identity, and belonging.
2. Make it Memorable Builds a cohesive vision that resonates and endures.
3. Make it for People Puts human experience, scale, and wellbeing at the heart.
4. Make it Simple Creates timeless clarity through proportion, restraint, and elegance.
5. Make it Purposeful Ensures spaces serve their purpose with intuitive logic.
6. Make it Innovative Unlocks creativity through curiosity, research, and first principles.
7. Make it Sustainable Embeds resilience and longevity through low-impact design.
8. Make it Buildable Ties vision to reality through integrated commercial and technical strategies.
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OUR DESIGN PRINCIPLES
The Principles in Detail
Image: Sauchiehall Street, Glasgow
1. Make it of the Place Ground the design in its context - reflecting the history, urban form, and materiality of the setting. Use this principle to test whether your design belongs authentically and creates continuity with its surroundings.
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OUR DESIGN PRINCIPLES / THE PRINCIPLES IN DETAIL
Image: The Scoop, Southwark, London
2. Make it Memorable Develop a clear, cohesive vision that resonates and endures. Ask whether your big idea is strong, simple, and distinctive enough to leave a lasting impression.
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OUR DESIGN PRINCIPLES / THE PRINCIPLES IN DETAIL
Image: Leake Street Arches, Lambeth, London
3. Make it for People Focus on human scale, wellbeing, and community. Use this principle to check whether your design enhances everyday experiences and fosters social connection.
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OUR DESIGN PRINCIPLES / THE PRINCIPLES IN DETAIL
Image: Hexagon Tower, Manchester
4. Make it Simple Design with clarity and restraint. Use proportion, repetition, and a limited material palette to challenge overcomplication and achieve timeless elegance.
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OUR DESIGN PRINCIPLES / THE PRINCIPLES IN DETAIL
Image: Dorset Police HQ, Winfirth
5. Make it Purposeful Design with intuitive logic, clear hierarchies, and sector best practice. Confirm that every space works well for its users and fulfils its purpose effortlessly.
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OUR DESIGN PRINCIPLES / THE PRINCIPLES IN DETAIL
Image: Unusual Rigging HQ, Bugbrooke, Northhamptonshire
6. Make it Innovative Approach design with curiosity and creativity. Use first principles thinking to push beyond convention and explore new ways of solving problems.
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OUR DESIGN PRINCIPLES / THE PRINCIPLES IN DETAIL
Image: Skelton Lake MSA, Leeds
7. Make it Sustainable Optimise resources, prioritise durability, and design for resilience. Ensure long-term environmental performance and reduce impact from the outset. Use the Sustainable Design Ethos (SDE) to set project targets and test outcomes through the charrette, design reviews and performance in use.
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OUR DESIGN PRINCIPLES / THE PRINCIPLES IN DETAIL
Image: Deansgate South, Manchester
8. Make it Buildable Integrate structural, environmental, and fire strategies early. Use this principle to verify that your vision can be delivered efficiently, safely, and commercially.
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OUR DESIGN PRINCIPLES / THE PRINCIPLES IN DETAIL
Our principles are intentionally broad, designed to be relevant across all sectors and scales of work. Whether shaping the vision of a masterplan or refining the detail of a façade, they ensure our work remains rooted in people, place, purpose, and performance.
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Image: Cortland Broad St, Birmingham
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Our Design Process
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Our Design Process
The design process is built around a simple, robust sequence:
Distil
Amplify
Make
This three-stage framework is the foundation of how we work, bringing the same depth of contextual thinking and human-centred focus into every project, regardless of scale, type, or location.
By embedding placemaking principles into our shared design process, we create places that are not only well-designed but deeply connected to their setting. This approach enables us to deliver authentic environments that foster belonging, and provide lasting value - socially, culturally, and commercially.
Why Does Placemaking Matter? Placemaking matters because it meets a fundamental human need for belonging. Belonging is central to happiness, wellbeing, and identity. Well-design places enhance this sense of connection, making people feel rooted in where they live, work and spend time.
What Makes a Great Place? Great places are memorable, distinctive and grounded in local identity. They: •
Reflect the character and culture of their surroundings.
•
Instil human connection and pride of place.
•
Create desirability that supports both commercial and civic value.
When people recognise and identify with a place, they attribute greater value to it – whether they are shopping, living, working, or relaxing. By aligning our design process with these principles, we ensure that every project is meaningful, contextually rich, and impactful for the communities it serves.
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OUR DESIGN PROCESS
Analysis Macro Context + Client Brief
Distilling the Place
Local Structure & Grain
Built Form
Social Context
Micro Climate
Historic Evolution
Local Identity Key Drivers
Narrative Amplifying the Place
DESIGN CHARRETTE
C&W Design Principles
Sector Typology
Vision & Principles STAKEHOLDER ENGAGEMENT
Strategies People & Place
Making the Place
Commercial
Buildability
DESIGN REVIEWS
Design Solutions
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OUR DESIGN PROCESS
The Three Stages
1. Distil the Place Uncover the essence of context and identity. Begin with a wide-ranging analysis of the site and its surroundings: •
Urban morphology and grain, built form and materiality
•
Social and cultural history
•
Patterns of use and movement
Use this analysis to establish three key drivers that define what the design must respond to.
Do: Conclude with clear key drivers that shape design direction. Don’t: Stop at analysis - always translate findings into design-relevant takeaways.
Reference Project: 22602 Sauchielhall Street, Glasgow - Student Living Scheme with Fusion
+ Grid and Block Respond to the established urban grid and block typology with a contextually considered massing approach.
+ Solidity, Strong Verticals & Horizontals Evoke a feeling of solidity through the use of robust materials and design, referencing the strong vertical and horizontal elevational articulations utilised by architects like Alexander ‘Greek’ Thomson.
Better by Design | Issue: 01 September 2026
Arcade Reinstatement Create a connection through the site by reinstating the historic arcade route and creating a new internal environment full of active uses.
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OUR DESIGN PRINCIPLES / THE THREE STAGES
2. Amplify the Place Translate insights into a clear and memorable vision. Develop a compelling narrative that: •
Responds to the distilled identity
•
Balances client brief, building typology, and quality of life
•
Supports stakeholder engagement and de-risks planning
Define three big ideas that express the vision and guide design decisions.
Do: Keep the vision simple, clear, and memorable. Don’t: Lose sight of context - always link back to place.
Reference Project: 22602 Sauchielhall Street, Glasgow - Student Living Scheme with Fusion
Layers of History
Central Courtyard
Rhythm and Scale
The original facade to Sauchiehall Street is of architectural significance to the area and so will be retained - the clearance of the remainder of the site will allow reinstatement of the former Wellington Arcade, reintroducing the historic link between Sauchiehall Street and Renfrew Street.
The creation of a raised podium courtyard offers private external space whilst also providing internal aspect for accommodation to all four sides. Yellow arrows indicate single aspect accommodation whereas green arrows indicate zones with dual aspect.
A contemporary interpretation of the robust materiality and horizontal and vertical hierarchical rhythms of the historical context give the building a solid weight and scale, both from a human and urban perspective.
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OUR DESIGN PRINCIPLES / THE THREE STAGES
3. Make the Place Develop strategies to deliver the vision. Translate the vision into three integrated strategies: 1.
People & Place - Human scale, wellbeing, community
2.
Commercial - Efficiency, viability, value
3.
Buildability - Technical clarity, sustainability, safety
These strategies form the framework for design solutions and delivery.
Do: Let the vision and principles drive all design decisions. Don’t: Develop strategies in isolation ensure they respond directly to the distilled identity and vision.
Watt Brothers, Bath Street: Pleated Stone
202-212 Sauchiehall Street: Perforation Pattern
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OUR DESIGN PROCESS
Why These Stages Matter
Each stage helps us: •
Clarify the essence of a place and the ambition of a project
•
Align teams across studios with a shared language and approach
•
Build Confidence with clients through a proven, repeatable structure
•
Embed Culture by turning our values into everyday practice
The strength of our design process lies in its flexibility and repeatability. Whether you’re starting a new project, developing a concept, or delivering on site, the Distil Amplify Make framework provides a consistent structure for thinking, designing, and reviewing.
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OUR DESIGN PROCESS
Applying the Principles & Process Together
Our principles and process are not separate tools - they’re two sides of the same coin. The principles define the qualities our work must embody; the process ensures those qualities are delivered with clarity and consistency. At every stage of a project, we apply them in tandem: •
The principles guide our thinking - helping us stay true to our values, simplify complexity, and make decisions that reflect ambition, care, and context.
•
The process structures that thinking - giving us a repeatable framework to distil insights, amplify ideas, and make them real.
Used together, they create a shared rhythm across teams and studios. They help us ask the right questions, challenge assumptions, and maintain design integrity from first sketch to final delivery. The table below outlines when and how to apply each - showing how they combine to support better thinking, better teamwork, and better outcomes.
Stage
Principles
Process
At the outset
Use the principles to frame charrette discussions - aligning place, vision, and strategy with our core values.
Use the process to structure the initial charrette. Capture the 3 key drivers, 3 big ideas, and 3 strategies.
During design development
Refer to the principles to simplify complexity, embed sustainability, and balance ambition with buildability.
Revisit the distilled identity and amplified vision to guide decisions and test proposals.
At design reviews
Apply the principles as a lens for critique. Ask: Is this right for the client? Is it aligned with our principles?
Use the process as a framework for critique. Ask: Are we still true to place, vision, and strategy?
In delivery
Let the principles safeguard the integrity of the vision through to construction.
Maintain alignment with the original ambition. The process remains your reference point for quality and consistency.
To support this process, we’ve included a checklist on page 45 that translates our design ethos into clear, stage-by-stage actions. While the wider guide sets out the thinking behind our principles and process, the checklist is designed to help teams apply them confidently and consistently - making it easier to embed our shared approach into everyday project work.
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OUR DESIGN PROCESS / APPLYING THE PRINCIPLES & PROCESS TOGETHER
Working From Home Bay Windows Window seats, planting and work space integrated into bay windows, work space can be closed off at night with a perforated screen to provide home/work separation.
Garden Walkways Open balcony walkways incorporate kitchen gardens and all apartment entrances have a stoop with stable and integrated benches to promote social interaction.
Stage
Do
Distilling the Place
•
Analyse urban grain, morphology, history, and materiality
•
Consider the widest possible context
•
Conclude with three key drivers that define what the design must respond to
Amplifying the Place
•
Making the Place
Don’t •
Stop at analysis without drawing conclusions
•
Overlook historical evolution or opportunities to repair urban grain
Develop a clear, memorable vision that builds stakeholder support
•
Overcomplicate the vision - keep it simple and memorable
•
Reinforce context - link the vision back to the distilled identity
•
Ignore contextual analysis when shaping the vision
•
Articulate how the vision responds to the brief and enhances quality of life
•
Forget to balance social, cultural, and commercial drivers
•
Translate the vision into strategies for:
•
• People & Place (human scale, wellbeing and community)
Develop strategies in isolation from the distilled identity and amplified vision
•
• Commercial (optimised plan form, grids, circulation)
Treat strategies as abstract - they must guide real design decisions
•
Compromise the vision or identity in pursuit of short-term gains
• Buildability (integrated structure, services, safety) •
Let the vision and principles drive all design solutions
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Embedding Quality
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Embedding Quality
To be Better by Design, we must assemble the right team, establish a strong narrative through the charrette, and maintain quality through structured design reviews.
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EMBEDDING QUALITY
Right Team, Right Answer First Time
Getting the right outcome starts with assembling the right team. Strategic team selection ensures that every project benefits from the right mix of skills, experience, and oversight, from the very beginning. This section outlines how to scale team involvement based on project complexity, and how to bring in the right expertise at the right time. Director Responsibility: A director is accountable for selecting the most appropriate studio or team, based on: •
Sector expertise
•
Project type and scale
•
Contextual sensitivity or strategic importance
Scaling Team Involvement: Tailor the team to the nature of the project: •
•
•
Small Projects •
Led by the project manager and core team
•
Focused on quick alignment and efficient delivery
Larger Projects •
Include regional expertise to test ideas and ensure consistency across studios
•
Strengthens design outcomes through broader input
Strategic or Complex Projects •
Involve national sector specialists, senior mentors, and the design panel
•
Brings rigour, innovation, and alignment with practice-wide standards
Strategic projects may include: national clients, new sectors, sensitive contexts, highprofile opportunities, or award potential. Expert Involvement: For strategic projects, additional oversight may include: •
Sector experts
•
Senior leadership (e.g. Mike, Matt)
•
National Design Panel
These contributors provide specialist knowledge, challenge assumptions, and help shape a robust design direction. Use the Project Team Selection Flow Chart on page 34 to guide team assembly and scale the charrette appropriately.
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EMBEDDING QUALITY
Project Team Selection Flow Chart
Director responsible for selecting the right studio/team based on sector expertise
Strategic Opportunity?
- National Client? - New Sector? - Sensitive Context? - Award Potential? - High Profile? - Large Scale? -
YES
Mike/Matt’s input required
NO
Sector Expert input required
Ensure the team includes sector input & best practice knowledge
Right Team Selected
Initial Design Charrette
C&W Group design input for strategic projects
Sector Expert input
Design Reviews
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EMBEDDING QUALITY
Design Review Process
Design review is at the heart of our shared design approach, It is the mechanism that ensures our projects consistently reflect the highest standards of creativity, rigour, and buildability, By testing ideas against our 8 design principles and 3-stage process, design review strengthens the quality of our work and embeds a culture of openness, collaboration, and critical thinking across the practice. The Review Stages Design reviews are carried out at key points in the life of every project: 1. Initial Charette Establishes the framework for the project and all future phases of design review, to ensure design consistency.
2. Concept Design Stage Testing the clarity of the vision and alignment with place and principles.
3. Preliminary Design Stage Reviewing emerging strategies for people & place, commercial value, and buildability.
4. Developed Design Stage Ensuring design intent is translated into detail and technical robustness.
5. Construction Stage Safeguarding the integrity of the vision during delivery.
Each review provides a structured checkpoint to challenge assumptions, reinforce design quality, and ensure that creativity and practicality remain in balance. Get the right people involved to create a focused group, limited in number and to include the project director, project manager, design mentor and relevant sector specialist.
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EMBEDDING QUALITY
The Initial Charrette
Once the right team is in place begin with the initial charrette to establish the project’s identity, vision, and strategies. The initial design charrette is the most important moment in the life of a project. It sets the foundation for everything that follows aligning the team, the client, and the design direction from day one.
More than just a workshop, the charrette: •
Distils the identity of the place
•
Amplifies the vision
•
Makes the framework for delivery
Here we create a shared understanding of the project’s context, ambition, and direction. By setting this foundation early, we reduce the risk of misalignment later - saving time, avoiding rework, and building confidence in the process from day one. The outputs from the charrette form the backbone of the project: •
Three key drivers that define what the design must respond to
•
Three big ideas that shape the vision
•
Three strategies that guide delivery
These become the reference points for all future design decisions and reviews.
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EMBEDDING QUALITY / THE INITIAL CHARRETTE
Stage
Do
Design Charette
•
Always hold an initial charrette no matter the project scale.
•
Skip the charrette because the project feels “too small” or “too simple.”
•
Scale the format to the project small projects: immediate term; larger projects: regional input; strategic projects: national expertise.
•
Treat it as a one-off exercise rather that the foundation for all reviews
•
Overcomplicate small project charrettes or under-resource large/strategic ones.
•
Allow the charrette to be dominated by one perspective or discipline.
•
Treat the session as a presentation or status update.
•
Rely on memory or informal notes misalignment later will cost time and quality.
•
Leave the session without clear outcomes, vision, or agreed strategies.
•
Treat reviews as box-ticking exercises.
•
Lose sight of the distilled identity or amplified vision.
•
Allow technical delivery to dilute the original design ambition.
Ongoing Design Reviews
Don’t
•
Include the right mix of skills sector experts, design mentors, and clientfacing leads where appropriate.
•
Encourage open discussion and creativity the charrette is a safe space for testing ideas.
•
Establish a clear narrative under Distilling, Amplifying, and Making Capture three key drivers, three big ideas, and three strategies.
•
Document outcomes clearly circulate notes and diagrams so everyone is aligned from day one.
•
Use the charrette as the foundation for reviews - make sure outputs are referenced at every design review.
•
Schedule reviews at concept, preliminary, developed design, and construction stages.
•
Test proposals against the distilled identity, amplified vision, and strategies.
•
Use reviews to challenge and strengthen the design.
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EMBEDDING QUALITY
Guiding All Further Reviews
Every stage of design review, from concept through to construction, builds on the foundation set at the initial charrette. The process established at the outset becomes the lens through which we test, refine, and maintain design quality throughout the life of the project.
•
At Concept Design, we test whether the vision remains true to the three big ideas.
•
At Preliminary Design, we check that the strategies for people & place, commercial value, and buildability are developing as intended.
•
At Developed Design, we ensure that detail and technical solutions still reflect the distilled identity and amplified vision.
•
At Construction Stage, we safeguard the integrity of the original ambition, ensuring that delivery doesn’t dilute the core principles.
In this way, the charrette is not just a starting point - it’s a living framework. It shapes ongoing dialogue, informs decisionmaking, and provides a consistent reference for quality, alignment, and intent.
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Image: Deansgate South, Manchester
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Guidance & Resources
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Guidance & Resources
Remember... Better by Design is more than a guide, it’s a commitment to how we work together as one practice. By distilling, amplifying, and making the place, and by holding ourselves accountable through our eight design principles, we ensure that every project is rooted in context, driven by vision, and delivered with clarity and care. Through structured design reviews, and especially by investing time in the initial charrette, we align our teams and our clients around the right ideas from the start. This strengthens the quality of our work and builds efficiency, confidence, and trust. Most importantly, this approach reflects the culture we want to foster: collaborative, creative, and consistent across all our studios.
A culture that values shared thinking as much as individual creativity, and one that ensures we are always Better by Design.
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GUIDANCE & RESOURCES
How to Use This Document - Checklist
This document is both a guide and a tool. Use it actively throughout each project to ensure our process, principles, and culture are consistently applied. At the Start of Every Project Read through the Shared Design Process – align your team on the 3 stages: Distilling, Amplifying, and Making the Place. Plan the Initial Charrette – schedule it early and involve the right mix of skills and perspectives. Set up the Design Review Timeline – confirm dates for reviews at concept, preliminary, developed design, and construction stages.
During the Charrette Agree three key drivers that define what the design must respond to (Distilling). Agree three big ideas that articulate the vision (Amplifying). Define clear strategies for people & place, commerciality, and buildability (Making). Record outputs and circulate them to all stakeholders as the project’s guiding framework.
Throughout the Project Test every decision against the 8 Design Principles – are we making it of the place, memorable, for people, etc.? Use the shared language of the process in presentations, reports, and client dialogue to ensure clarity and consistency. Revisit the charrette outputs at each design review to check alignment with the agreed place, vision, and strategies. Review progress against agreed SDE targets at each BBD design review, recording evidence, decisions and actions. Document key decisions and learning for continuous improvement and knowledge sharing across the practice.
At Project Completion Review how the process and principles were applied. Capture lessons learned to refine future use of the shared design approach. Share outcomes with the wider practice to reinforce our “one practice” culture.
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Better by Design Design Charrette Project No. / Name: Date: Participants: Distilling the Place
Uncover the essence of context and identity�
Parti Diagram / Sketches
Three key Drivers – what must the design respond to:
1. 2. 3.
Amplifying the Place
Translate key drivers into a clear and memorable vision. Three Big Ideas that Shape the Vision:
1. 2. 3.
Making the Place
Develop Strategies that turn into Delivery.
People & Place: Commercial:
Buildability:
How to Use This Template At the Charrette
Complete all sections collaboratively and agree these as the Guiding Framework.
At every Review
Revisit and test the design against these Insights, Ideas and Strategies.
At Project Completion
Reflect on delivery and share lessons learned with the wider Practice.
Better by Design | Design Charrette
Better by Design Design Review: Concept Project No. / Name: Date: Participants:
Alignment to Vision / What’s Working / What’s Not Sketches / Actions
☐ Scheme is generally supported subject to identified actions
Better by Design | Design Review: Concept
☐ Further review required
Better by Design Design Review: Preliminary Project No. / Name: Date: Participants:
Alignment to Vision / What’s Working / What’s Not Sketches / Actions
☐ Scheme is generally supported subject to identified actions
Better by Design | Design Review: Preliminary
☐ Further review required
Better by Design Design Review: Developed Project No. / Name: Date: Participants:
Alignment to Vision / What’s Working / What’s Not Sketches / Actions
☐ Scheme is generally supported subject to identified actions
Better by Design | Design Review: Developed
☐ Further review required
Better by Design Design Review: Construction Project No. / Name: Date: Participants:
Alignment to Vision / What’s Working / What’s Not Sketches / Actions
☐ Scheme is generally supported subject to identified actions
Better by Design | Design Review: Construction
☐ Further review required
Revision Log REVISION
DATE
NOTES
01
04.09.2026
First Issue
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Better by Design | Issue: 01 September 2026